Amazon has launched a new invite-only “Luxury Stores” platform on its mobile app as it continues to try and establish a foothold in the luxury fashion market.
Luxury Stores is only available to eligible Prime members who have been extended invites from the ecommerce giant, which says it will issue invites to more shoppers over time.
Luxury fashion house Oscar de la Renta is currently the only brand available via its new platform, but Amazon says further partnerships will be announced in the coming weeks.
Oscar de la Renta’s entire 2020 autumn/winter collection will be available to purchase, and can be viewed virtually in 360-degree detail.
It will also allow shoppers to view all products on models with a range of body types and skin tones.
Prime members can request access to the exclusive platform, but Amazon has not revealed how many customers it will admit or how long they will have to wait to be granted access.
This marks the latest in a string of initiatives launched by Amazon to push into the luxury fashion market.
Last month, Amazon announced plans to launch a new luxury fashion marketplace to rival the likes of Farfetch and Yoox Net-A-Porter.
More than a dozen up-market fashion and accessories brands have partnered with Amazon in preparation to launch a new luxury brand platform, according to WWD.
In May it was reported that Amazon was launching a new designer fashion hub in partnership with the Council of Fashion Designers of America (CFDA) and Vogue magazine to help struggling independent designers.
Dubbed “A Common Thread”, the online store sold from 20 independent fashion designers including Tabitha Simmons, Derek Lam and Philip Lim.
A month later, Amazon launched the “Biggest Fashion Summer Sale” event in a bid to jump-start sales and help retailers shift surplus stock that has accumulated during lockdown.